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Use these brain rules to your advantage when presenting your science, or ignore them at your peril
Savvy marketers have exploited human tendencies for years. Scientists can also use how brains' naturally process information to create more engaging presentations and make a better impression on their audiences.
How to make your audience want to hear complex info
To be inspiring and influential, you must give audiences a reason to want to listen to you and make them believe that listening won’t be hard work. Once you’ve earned that trust, you have to keep it by presenting your information simply.
How to be a go-to authority in your field
Scientists spend years training, practicing, and honing their technical skills. Through hard work and dedication, they earn the subject-matter expert (SME) designation. SMEs have a deep level of knowledge and often solve problems no one else can.
Some SMEs go even further to become authorities.
How to make your science memorable
James Carville, Bill Clinton’s 1992 US presidential campaign manager, knew that if the campaign presented too many messages, voters wouldn’t remember any of them. So he put a sign in their headquarters to keep staffers focused on the economy: “It’s the Economy, Stupid!”